Termite Control is the ‘Premise’

Tatham Ads Look to Brand Bayer Pesticide
CHICAGO–Euro RSCG Tatham this week launches a campaign for Bayer that attempts to get consumers plagued by termites to ask exterminators for a certain brand of pesticide.
Two 30-second TV spots and print ads running through the end of April suggest that for prompt eradication of termites, “Premise” from the Bayer Agriculture Division is the way to go.
Media is concentrated in 16 southern markets, where warmer weather means termites are more common.
The Shawnee Mission, Kan.-based client awarded Tatham the Premise work in January following a review of Bayer roster shops. Spending on the campaign was estimated by sources at $5-8 million.
The TV work shows an exterminator breaking a chunk off a wooden porch that’s been devastated by termites. Premise, the viewer is told, builds a “zone of no return” for the insects–a concept illustrated in the spot by animated hands wrapping around a house. The headlines on the print ads emphasize Premise’s deadly effect. “Kill a gazillion termites before their next meal,” reads one.
The campaign’s tagline is, “You won’t know it’s there. They won’t know what hit ’em.” –Trevor Jense